COMFORT FUEL
COMFORT FUEL
Comfort Fuel, Madison’s fast casual newcomer, is inspired by the comfort of home cooking with a healthy twist. This welcoming eatery aims to serve hearty, well-balanced breakfast and lunch options that won’t slow down their ideal audience—namely, UWM students and Capitol-area professionals.
The CF crew came to us with an energizing menu and specific goals in mind. They wanted to stand out among the local competition and rethink the fast-casual concept. The branding had to convey health and quality, warmth, and familiarity. It had to be lively enough to attract a youthful set without alienating other customers.
The CF crew came to us with an energizing menu and specific goals in mind. They wanted to stand out among the local competition and rethink the fast-casual concept. The branding had to convey health and quality, warmth, and familiarity. It had to be lively enough to attract a youthful set without alienating other customers.
The CF crew came to us with an energizing menu and specific goals in mind. They wanted to stand out among the local competition and rethink the fast-casual concept. The branding had to convey health and quality, warmth, and familiarity. It had to be lively enough to attract a youthful set without alienating other customers.
Hungry for the challenge, we infused every piece of the brand with heart and a tablespoon of soul. From the bright, cheerful color palette and cheeky, illustrated food mascots to feel-good messaging and ephemera, we filled the Comfort Fuel story with welcoming ingredients—without losing their signature freshness. The playful type system combines a range of typefaces that shift and shine across applications, especially the homey and unique menus we designed. Even the condensed wordmark feels like a hug.
CHICAGO.
PO Box 30187
Chicago IL 60630
USA
+1 312 906 8020
VIENNA.
Stiegengasse 11/5
1060 Vienna
Austria
+43 660 1990 585
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